May 22, 2009

WFAA-TV Captures Major Wins in Critical 2009 May Sweeps Period in Dallas-Fort Worth with Household and Demographic Victories at Noon, 5, 6 and 10 pm

Market leading news station WFAA again emerged victorious in the important May sweeps period with wins in all of the major newscasts.

"WFAA is winning in a highly competitive D-FW market, particularly in the early evening and late news, and consistently viewers choose the station over others," said WFAA President and General Manager Mike Devlin.

The station's News 8 Update at 10 p.m. remains the market's most watched local broadcast, winning the late news race for over two years in a row, according to Nielsen Market Research. During May sweeps WFAA's 10 p.m. news was number one in total households, as well critical demographic categories including 25-54 year old women.

News 8 at 5 p.m. and News 8 at 6 p.m. also finished sweeps as the most watched early evening news. Both swept their respective times slots as the market's number one early evening local newscasts in terms of households. WFAA has won the 6 p.m. news time slot for over 20 years in a row.

"It is all about the long haul," said Devlin. "Others may flaunt winning a night here or a week there, however the reality is that we live in a 52-week environment. That's the landscape so we are more interested in marathons than sprints."

Devlin pointed to the fact that since January 2009, WFAA news broadcasts at 10 p.m. have been number one with 25-54 year old women.

"This continuing demographic trend among female viewers, as well as the disparity in ratings between WFAA and other stations, speaks volumes about the overall positive appeal of WFAA newscasts with the viewers in Dallas-Fort Worth," he said. "Where advertisers are concerned, 25-54 women make up one of the most important demographics in television and clearly it is a core strength of WFAA."

The station's one hour News 8 Midday remained the market's leading noon local news in May sweeps. WFAA's early morning newscast, News 8 Daybreak, continues to gel and grow, added Devlin. He called it "a work in progress," and said he was pleased with the team and current direction of the broadcast.

WFAA is a subsidiary Belo Corp. (BLC), one of the ation's largest pure-play, publicly-traded television companies, with 2008 annual revenue of $733 million. The Company owns and operates 20 television stations (nine in the top 25 markets) and their associated Web sites. Belo stations, which include affiliations with ABC, CBS, NBC, FOX, CW and MyNetwork TV, reach more than 14 percent of U.S. television households in 15 highly-attractive markets. A Belo station ranks first or second in nearly all of their local markets. Additional information is available at www.belo.com or by contacting Dave Muscari, vice president/product development, at 214.977.6490.